In spring 2021, the full-service developer for logistics and industrial real estate Panattoni organised a series of digital afterwork meetings with brokers from all over Germany.
Normally, the management invites to an informal get-together once a year. Therefore, at the beginning of 2021, Panattoni asked itself the urgent question of how customer proximity and a casual atmosphere could be created despite the required distance.
Faced with this task, we developed an innovative and experience-oriented digital event format under the motto “Auf ein BIER NACH VIER mit Panattoni” (“For a beer after four with Panattoni”) for about 30 brokers from different regions of the country. In addition to developing the format, we also took on the planning and organisation, participant management, staging and production of the total of eleven digital events.
Digital chat and innovative gaming
“Auf ein BIER NACH VIER mit Panattoni” combines live video chats in real time as a platform for informal exchange with a streamed quiz show with innovative gaming elements. The live moderated quiz was specially programmed for this format and elaborately designed including audiovisual content and leaderboard. The compact number of participants in the events allowed for individual, intensive and relaxed interaction with lots of fun.
Each event was streamed from a studio in Hamburg. The adaptability of the Altona Loft Studio made it possible to flexibly adjust the equipment and design to clinet wishes and target group needs during the course of the event series.
The evaluation of the event series illustrates the success: the total of around 500 invitations resulted in a registration rate of over 70 %. The values for the length of stay of the two-hour format were just as excellent. The very high interaction between the participants generated over 3,000 chats and contributed to a bounce rate of less than 3 %.
Our digital afterwork events have proven to be an excellent emotional and innovative format for customer retention. The studio setting, the pleasant and engaging moderation and especially the digital quiz enabled us to have a varied and intensive exchange with our partners for over two hours. Pommerel developed a convincing and creative concept and showed a high level of service competence and great professionalism in every phase from conception to implementation.
Sarah Friedrich, Assistant to Managing Partner & Marketing Manager Panattoni